Redes Sociales e Imagen Corporativa: El uso de las redes sociales en la construcción de la imagen corporativa de Unión Cementera Nacional, 2021

ABSTRACT: The main objective of this research study was to determine the incidence of the use of social networks in the construction of the corporate image of Unión Cementera Nacional, during the period 2021. In this way, in the methodology applied in the research was to focus on the publications shared in the social networks managed by the company were analyzed, which are: Facebook and LinkedIn. The content analysis applied was based on the theoretical aspects and the creation of a matrix for Facebook and a matrix for LinkedIn, which corresponds to the practical aspect of the methodology. After having analyzed the publications, an interview with an expert in Organizational Communication was applied as part of the research process. The results showed that most of the publications made during the year 2021 were shared on the social network Facebook, without leaving LinkedIn aside. This determined that the process of building the corporate image was carried out at a higher level on the first social network mentioned. The results also showed the opportunity that both social networks have to generate a communication process in terms of the business environment, however, it is determined that the company has the opportunity to expand into other types of social networks that have not been used to position its brand at a higher level, in which it is currently located.

• Autore principale: Vela Isa, Robin Darío (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2024
• Soggetti: Redes sociales; imagen corporativa; reputación digital; comunicación
• Accesso online: http://dspace.unach.edu.ec/handle/51000/12609